The Basic Questions- what is the subject? What is the focus? Who is the message for? What is in it for this audience? What is the goal? What do you want to achieve? What messages should news release highlight?

Other factors- Selections of Paper, Spacing and Margins, and Use AP Style

Use bullets, write only 2 or 3 short sentences in each of the five paragraphs, above headline, or at bottom, be sure to provide contact name, phone number, e-mail address, and URL for additional information.

Preparing the Multimedia Release

The major change in the evolution o the humble news release is the advent of the multimedia release, or “smart media release”.(SMR)

DO

Include helpful links, place terms in key positions, and distribute a release through a service that carries hyperlinks to downstream sites such as Yahoo! Finance, AOL News, and Netscape.

DON’T

Go link crazy, use low-resolution images, or use all tools, all the time